Head of Social and Influencer Marketing

About the Role:

As the Head of Social and Influencer Marketing, you will define and lead Gusto's social and influencer strategy to significantly grow brand awareness, engagement, and consideration among small businesses and their advisors. You will be responsible for building, managing, and developing a high-performing team, overseeing all social channels, content strategy, and end-to-end influencer programs. You’ll work closely with brand, product marketing, sales, and PR teams to ensure a consistent, compelling, and integrated brand voice across all social touchpoints, driving measurable impact on our B2B growth objectives. You’re a visionary leader, deeply analytical, and customer obsessed, with a proven track record of scaling social and influencer initiatives. You will also serve as a leader in Gusto’s AI-native evolution, defining the standards for ethical and high-quality AI usage across all social and brand channels.

About the Team:

This role is a key leadership position within our marketing organization, vital for shaping Gusto's public presence and accelerating growth across direct and indirect channels. We are a team that combines creativity, data-driven insights, and cross-functional collaboration to design campaigns that reach, engage, and convert the right audiences at scale. You will build and empower a team dedicated to fostering vibrant communities and amplifying our message, contributing to Gusto's mission to serve over 400,000 small businesses, and we’re just getting started

Here’s what you’ll do day-to-day:

• Develop and execute a comprehensive social media and influencer marketing strategy aligned with business objectives, brand guidelines, and B2B audience needs.

• Lead, mentor, and grow a team of social media and influencer marketing professionals, fostering a culture of innovation, collaboration, and continuous improvement. This includes acting as an Innovator to build repeatable, documented AI-assisted workflows (e.g., advanced prompt libraries for copy and content ideation, automated testing models) that increase the team’s effectiveness, and conducting regular training to elevate the team's AI fluency.

• Oversee content strategy, creation, and distribution across all owned social channels (e.g., LinkedIn, Meta, YouTube, Tik Tok), ensuring brand consistency and engagement. You are accountable for setting rigorous internal standards to Grade the Output of all AI-generated content for accuracy and brand voice.

• Design, launch, and manage end-to-end influencer programs that drive authentic advocacy, reach new audiences, and generate measurable results for B2B segments.

• Establish and evolve community management best practices, ensuring timely and engaging interactions with our audience.

• Partner closely with Brand, Product Marketing, PR, and Sales teams to integrate social and influencer efforts into broader campaigns and product launches.

• Define key performance indicators (KPIs), conduct regular analysis of social media and influencer performance, and provide actionable insights to optimize strategy and demonstrate ROI. You will strategically Give it to AI by identifying the highest-leverage opportunities for large language models and predictive tools to maximize campaign reach and targeting.

• Proactively champion the Guard the Trust principle by ensuring 100% compliance with Gusto's AI and data policies across all social, influencer, and community programs.

• Manage budgets, agency relationships, and social media tools/platforms effectively.

• Stay abreast of emerging social media trends, platforms, and technologies (including AI advancements) to identify new opportunities for growth and innovation.

Here’s what we're looking for:

• 12+ years of overall marketing experience, with at least 7+ years specializing in social media and influencer marketing, and 3+ years in a leadership role managing a team.

• Proven track record of building and scaling social media and influencer programs for B2B brands, demonstrating measurable growth in awareness, engagement, and lead generation.

• Deep expertise in developing content strategies tailored for various social platforms and audience segments.

• Strong understanding and hands-on experience with social media management platforms, analytics tools, and influencer marketing platforms.

• Exceptional analytical skills: ability to interpret complex social data, measure campaign effectiveness, and translate insights into strategic recommendations.

• A proven track record of operating at the Innovator or Amplifier level of AI fluency. This means moving beyond personal tool usage to define, deploy, and govern AI strategy for the entire function. You must demonstrate expertise in Guiding AI to produce highly effective and on-brand social content at scale, establishing quality assurance processes, and ensuring the team rigorously adheres to compliance and ethical standards.

• Outstanding leadership and people management skills, with experience coaching and developing marketing talent.

• Skilled collaborator with experience working closely with Brand, PR, Product Marketing, Sales, and RevOps teams.

• Exceptional written and verbal communication skills, with the ability to craft compelling narratives and present strategic plans to executive stakeholders.

• BA/BS degree required; MBA or advanced degree a strong plus

Our cash compensation amount for this role is targeted at $169,000 - $200,000/yr in Chicago, Denver, Phoenix, and Atlanta, and $200,000 - $240,000/yr for San Francisco & New York. The salary range for Toronto is CAD 133,000 - 160,000. Final offer amounts are determined by multiple factors including candidate experience and expertise and may vary from the amounts listed above.

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